StreetText How To's - Split Testing

TL;DR

Split testing allows advertisers to test multiple ad variations to find the one that performs the best, particularly in terms of targeting the right audience.

Transcript

so we're going to talk about a split test so split test is very similar to an a b test which you might have heard of before where we test the image images or we test the copy on your ads to determine what is going to perform the best a split test is slightly more unique than that so first off let's talk about your ad there are five variables to any... Read More

Key Insights

• 🔬 Split testing allows for testing different variables of ads to determine the best performing one, including ad image, ad copy, target audience, and daily budget.
• 📊 Facebook's algorithm determines the audience for each ad, but it is not always accurate, so launching multiple ads is recommended.
• 👥 Each launched ad targets a unique audience within the targeted area, and the goal is to find the one that reaches the right audience.
• 💰 A case study reveals that the first ad had a cost per click of $1.49, resulting in seven clicks and two leads, with a cost per email of $10.43.
• ⬆️ The second ad had a higher cost per click at $4.42, only resulting in two clicks and one lead, with a cost per email of $8.85.
• 🏆 The third ad was the clear winner with a cost per click of $1.36, receiving 30 clicks, 30 leads, and 12 emails, with a cost per email of $3.39.
• 💡 Choosing the best performing ad involves pausing the underperforming ones and keeping the clear winner running to maximize results.
• 💪 Through split testing and finding the best audience, businesses can optimize their ad spend and improve their click-to-contact and lead conversion rates.

Questions & Answers

Q: What is the purpose of split testing in advertising?

Split testing in advertising aims to test different ad variables to identify the best performing ad in terms of audience targeting and engagement.

Q: How many variables are involved in an ad during a split test?

There are five variables involved in an ad during a split test: the ad image, ad copy, targeting, daily budget, and audience.

Q: What is the role of the audience variable in a split test?

The audience variable is determined by Facebook's algorithm and influences the reach and performance of an ad. Split testing helps determine which audience is most responsive to the ad.

Q: What is the recommended number of ads to launch during a split test?

It is generally recommended to launch at least three ads during a split test to compare their performance and identify the best performing ad.

Q: How long should the ads be run during a split test?

The ads should be run for a 24-hour period to gather enough data and assess their performance accurately.

Q: How can split testing help in maximizing ad spend efficiency?

Split testing allows advertisers to identify the best performing ad, enabling them to focus their budget on the most effective ad and maximize their return on investment.

Q: How does the cost per lead and cost per email differ between the winning ad and the underperforming ads in the case study?

The winning ad had a significantly lower cost per lead and cost per email compared to the underperforming ads, indicating better audience targeting and engagement.

Summary & Key Takeaways

• Split testing involves testing multiple ad variables, including image, copy, targeting, budget, and audience, to find the best performing ad.

• Launching multiple ads in a 24-hour period and checking their performance helps identify which ad has the right audience.

• A case study demonstrates how a clear winner emerged from the split test, resulting in significantly higher click-to-contact rate and lower cost per lead and email.